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Fast, effective and measurable. Do you want users interested in your products and services to find you and not your competitors? Entrust the running of your Google Ads campaign to our SEM Agency. We are in the elite group of Google Partner Premier agencies, a testament to the superior quality of our services.
We are a certified Premier Partner of Google ADS. The certificate guarantees knowledge of the system's current capabilities as well as the specifics and trends of successful campaigning and optimisation. Thanks to the certification - we can offer companies who have not yet used the Google ADS programme a free, PLN1200 worth voucher for their first campaign, for a good start.
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Google ADS allows you to create and manage a campaign yourself. Thanks to extensive experience and knowledge of advanced tools - we are able to do this faster and much more efficiently than inexperienced users.
In addition:
we know and understand the quality score mechanism, which allows you to achieve higher search engine rankings and pay for each click less than your competitors through ad and keyword optimisation;
we are familiar with the specifics of launching a campaign in the Google ADS system, which in the face of strong competition, including in the e-commerce sector, requires such a selection of words and key phrases, and manoeuvring of the offered rates per click so as not to overpay while at the same time preventing competitors from marginalising the site;
we are aware of the role of account history in the calculation of the quality score, and so we will not allow ourselves any unconsidered attempts and actions that can effectively "spoil" the account and reduce the chance of future successful competition with other advertisers;
we consistently optimise the campaign according to the chosen strategy, constantly analysing and taking into account indicators from Google Analytics statistics. On an ongoing basis, we eliminate the weakest ads and phrases and keywords, shifting resources to those that carry the most valuable traffic.
A Google Ads campaign is the ideal form of advertising if you want to gain valuable traffic. It works well across a wide range of industries and is almost unrivalled in promoting a business.
Advantages of Google Ads campaigns:
When is the best moment to use a Google Ads campaign? Here, the short answer is: always, and especially in several cases:
Every marketing activity, including a Google Ads campaign, has a specific goal. It should be measurable and quantifiable, allowing progress to be fully monitored, documented and checked.
And so you can set up your Google Ads campaign with the following objectives in mind:
getting the right people to visit a website, make a purchase from an online shop, use a service, fill in a form or sign up to an inbox;
sales: increase sales in different fields, i.e. online, in the app, on the phone or in a brick-and-mortar shop;
getting contacts, for example by filling in a form, signing up to an address box;
considering a purchase of a brand's product: encouraging people to find out more about the offer;
brand awareness and reach: reaching a wide audience
promoting the app: increasing app downloads and interactions;
encourage customers to come to a brick-and-mortar shop or company headquarters
Now that you know what Google Ads is, when it's worth investing in it and what its purpose is, we can move on to discuss the types of campaigns run not only on Google itself, but also elsewhere on the broadly understood internet.
Google Ads campaigns in the search network (Search):
It is text advertising that reaches a precisely defined audience. A potential customer sees it at the exact moment he or she is looking for a particular product or service. It is worth considering here to display for keywords with several degrees of detail, bearing in mind that users are at different stages of the purchase funnel. It is therefore essential to act thoughtfully and match the key phrases to the objective of the advertising campaigns.
Google Ads campaigns in the advertising network (Display):
The Google Display Network (GDN) allows you to reach a wide audience based on tracking instruments in the form of 'cookies'. Unlike other systems, Google does not have declarative data, but only predictive and grouped data based on the user's online behaviour (user = browser).
GDN groups these users in many different ways:
Additional groupings can be created on their own based on several segments:
We can also reach the right people by not declaring a target group top-down, but by focusing on places they may visit/visit. Google gives you the option of narrowing down your landing pages to specific topics (mobile payments, audiobooks, antiques) or single domains that you specify.
Utilise a variety of creations
By reaching the right person, you want to reach the right message/creation/communication. Google's advertising network offers:
Where will the adverts appear?
GDN's advertising network includes:
Google Ads video campaigns (YouTube):
Video advertising are short videos, usually between 6 and 30 seconds long, displayed on YouTube, which is visited by millions of users every day.
Google Ads remarketing campaigns:
Remarketing is the best - and effective - way to display advertising that encourages customers interested in a product or service to return to our website. Here, the key is that you can target adverts, primarily display adverts, to people who know you, have come to your landing page and have already bought something or are still thinking considering it.
Google Product Listing Ads campaigns (PLAs):
Google Shopping, on the other hand, makes it possible to present a product in an attractive and inviting form directly on Google's search engine. Importantly, the creation of product campaigns is only possible for online shops. It gives great results and helps to find new customers.
The Performance Max campaign:
A new type of campaign based on self-learning algorithms, allowing you to gain valuable customers drawn to your website by targeting them with relevant advertising at an optimal rate. Ads display across the entire Google ecosystem, i.e. the search network, the ad network, YouTube, Gmail and Google Maps and Google Discover cards.
In 2022, Performance Max campaigns will be joined by the current Smart Shopping Campaigns SSC and local Google Ads campaigns, which benefit, for example, shops, restaurants and hotels.
Discovery campaign
A modern and multimedia campaign based on artificial intelligence, based on users' online behaviour, interests and searches. A specific group of adverts is displayed in three places, namely YouTube, Gmail and Google Discover cards. The campaign encourages customers to take action by scrolling full-screen ads.
That's not all. In our experience, every Google Ads search ad should be extended to include a phone number, a map and customer reviews or sponsored links to selected pages. You can also include other important information for potential customers, such as free delivery or competitive discounts.
Google Ads extensions - of which there are indeed many - make the ad text take up visually more space. There is therefore a greater chance that it will be noticed in Google search results and that the user will take an interest in it, click on it and go to your website. Take advantage of display extensions especially on mobile devices, as you may find that your ad will be displayed on a significant part of the screen and therefore difficult to miss.
Importantly, extensions within a Google Ads campaign cost nothing, and if a user clicks on an extension, you as the advertiser still pay the same as if they had clicked on the headline. Thus, you manage your budget more effectively, you have a chance to gain an advantage over the competition and achieve better results.
The position in the search results depends on a number of factors, and this applies not only to organic results but also to Google ads. The algorithms check, among other things, the context of the search, the user's location, but also the ranking of the ad, the amount of the bid for the ad, the quality of the ad, competitiveness as well as possible extensions and the quality of the landing page.
Rely on the expertise of Google Ads campaign specialists who know how to set the parameters to display your ad at the right time and in the right place.
As we mentioned above - the spectrum of possibilities that Google ADS offers can be used to achieve multiple goals. Based on our extensive experience, we know exactly how to use the various tools and campaign types in effective lead generation and for the success of your e-commerce.How do we do it?
These gain additional reach for your campaigns by displaying on previously unused keywords. This solution is especially dedicated to e-shops where there is a frequent rotation of the assortment. It is also ideal for industries where keywords are hard to define precisely.
This is by far the most effective sales generation tool for online shops, allowing product features (image, price, name) to be shown directly in the search results.
We will make sure that we maintain contact with your existing customers so that the next product they buy is from you!
In remarketing, we build advanced remarketing lists based on data collected by Google ADS and Google Analytics. This allows us to reach specific user groups with a personalised message.
We use dynamic remarketing in our operations, which is based on product feeds. Thanks to this solution, we will show users exactly the products that they have previously viewed on your website.
When preparing the strategy for 'branding' activities in the GDN advertising network, we analyse the audience group in detail, building a persona based on already generated website traffic (e.g. using the Google Analytics tool) and an analysis of the offer.
We select the objectives of awareness activities based on the brief and consultation with the client - they will be different depending on whether you are primarily concerned with displays, reaching unique users or micro-conversions.
It is the perfect complement to both performance-oriented and awareness-raising activities. Reaching out to the user across three Google products: YouTube, Gmail and Discover, does a very good job of generating conversions and, combined with its huge reach, is an interesting channel for creating needs and awareness of the product/service and brand.
We use our proprietary solution, which is an enhanced ecosystem for PLA ads on Google. It is a comprehensive service that provides an edge in key campaign elements. Its main advantages are the automation and ease of control of campaigns based on machine learning.
84% of users say they were persuaded to buy a product or service by watching a brand video (Hubspot)
This is why we often also include YouTube video marketing activities in our Google Ads 360 strategy for e-commerce. Youtube offers many types of advertising campaigns, so - depending on your needs and resources - we select the most suitable ones for your business.
You can start or pause Google Ads at any time. They are also freely configurable and the budget can be adjusted - there is no minimum or maximum amount here. The cost of the campaign is billed to Google on a monthly basis (VAT invoice), with the billing model to be agreed in advance. You either pay in advance or by attaching a card from which funds are automatically withdrawn after a specific amount has been spent.
One form of payment is the Pay Per Click model, and the effectiveness factor of an ad is expressed as the ratio of the cost of broadcasting a particular ad content to the number of clicks on it - Cost Per Click. The cost of single clicks varies widely depending on, among other things, the competitiveness of the phrase and the position of the ad in the section and ranges from a few pennies to several zlotys. This means that you pay for each click on your ad and not just for displaying it (in the CPM model, Cost Per Mille).
In some campaigns, you can also set up a CPA model, which is billing per share acquisition (subject to certain conditions), and ROAS, in which you expect to recoup the cost of the ad by maximising conversions, although you still incur a charge per click.
The cost of handling Google Ads campaigns by an SEM agency is determined on an individual basis. This includes not only the service itself, but also the development of a strategy, analysis of keywords, audience and all indicators, as well as the creation of advertising messages and text ad content. Importantly, this is not a one-off activity, as Google Ads campaigns require constant daily monitoring
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